BSNL promotes value-added services

Almost a year since it roped in Preity Zinta as its brand ambassador to give it a young and energetic image, the state-owned telecom major, BSNL has rolled out an advertising campaign for its value-added-services (VAS). "VAS is the only area where there is a huge opportunity of making large profit in current telecom market as it helps the players to increase their Average Revenue Per User (ARPU), " explains M.S.S Rao, DDG, BSNL.

"Our new campaign is to promote different VAS of BSNL through 360-degree communications." Three 20-second spots, titled UFO, Star Gazing and Sher-o-Shayri, have been developed by Grey Global to influence users to subscribe to its additional services such as news alerts, astrology and poetry.

BSNL, with a subscriber base of over five crore, is trying hard to shed the typical PSU image and be seen as a lively brand for all categories of users. The PSU has a little over three crore fixed line users and 2.44 crore mobile users. It has a market share of 22.13 per cent in the mobile segment.